{"id":12694,"date":"2025-10-09T22:13:53","date_gmt":"2025-10-09T20:13:53","guid":{"rendered":"https:\/\/rumboyresultados.com\/?p=12694"},"modified":"2025-11-07T18:54:30","modified_gmt":"2025-11-07T16:54:30","slug":"errores-en-la-comunicacion-institucional","status":"publish","type":"post","link":"https:\/\/rumboyresultados.com\/gb\/errores-en-la-comunicacion-institucional\/","title":{"rendered":"Tres errores habituales en la comunicaci\u00f3n institucional (y c\u00f3mo evitarlos)"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12694\" class=\"elementor elementor-12694\">\n\t\t\t\t<div class=\"elementor-element elementor-element-94ef171 e-flex e-con-boxed e-con e-parent\" data-id=\"94ef171\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8f6c8d8 elementor-widget elementor-widget-html\" data-id=\"8f6c8d8\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"html.default\">\n\t\t\t\t\t<div style=\"font-size: 14px; color: #777777; text-align: left; margin-bottom: 20px;\">\n  <nav aria-label=\"breadcrumbs\" class=\"rank-math-breadcrumb\"><p><span class=\"last\">Home<\/span><\/p><\/nav>\n<\/div>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-773be00 e-flex e-con-boxed e-con e-parent\" data-id=\"773be00\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-00d5fda elementor-widget elementor-widget-heading\" data-id=\"00d5fda\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Tres errores habituales en la comunicaci\u00f3n institucional (y c\u00f3mo evitarlos)<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c7c50b elementor-widget elementor-widget-text-editor\" data-id=\"2c7c50b\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Los fallos m\u00e1s comunes no son estrat\u00e9gicos, son de\u00a0<strong>ejecuci\u00f3n diaria<\/strong>. Aqu\u00ed ver\u00e1s tres errores que se repiten en muchos ayuntamientos y c\u00f3mo corregirlos con foco, lenguaje claro y coordinaci\u00f3n m\u00ednima viable, para pasar de visibilidad a\u00a0<em>conexi\u00f3n<\/em>\u00a0con la ciudadan\u00eda.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-51518cf elementor-widget elementor-widget-text-editor\" data-id=\"51518cf\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Publicado 9 de octubre de 2025 \u00b7 Comunicaci\u00f3n institucional \u00b7 Instituciones<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b06fa19 elementor-widget__width-inherit elementor-widget elementor-widget-image\" data-id=\"b06fa19\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"800\" src=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/10\/Errores-comunicacion-institucional.webp\" class=\"attachment-large size-large wp-image-12740\" alt=\"Comunicaci\u00f3n institucional\" srcset=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/10\/Errores-comunicacion-institucional.webp 1536w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/10\/Errores-comunicacion-institucional-300x200.webp 300w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/10\/Errores-comunicacion-institucional-768x512.webp 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b3fe99 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"2b3fe99\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7e1db28 e-con-full e-flex e-con e-parent\" data-id=\"7e1db28\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2e34884 elementor-widget elementor-widget-html\" data-id=\"2e34884\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"html.default\">\n\t\t\t\t\t<div class=\"rr-article\" id=\"rr-comunicacion-institucional\">\n  <!-- ========== CSS GLOBAL (scope .rr-article) ========== -->\n  <style>\n    \/* === Base consolidada (id\u00e9ntica a la referencia) === *\/\n    .rr-article { font-family: Inter, system-ui, -apple-system, Segoe UI, Roboto, Arial, sans-serif; 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height:5px; border:2px solid #fff; border-top:none; border-left:none; transform:rotate(45deg);\n    }\n\n    \/* Compare cards y variantes *\/\n    .rr-article .rr-compare{ display:grid; grid-template-columns: repeat(2, 1fr); gap:16px; margin:24px 0 8px; }\n    .rr-article .rr-card{ border-radius:12px; padding:14px 16px; border:1px solid var(--rr-border); background:var(--rr-soft); }\n    .rr-article .rr-card--ok{ background:var(--rr-green-soft); border-color:#D6E7E1; }\n    .rr-article .rr-card--bad{ background:#FDECEC; border-color:#E6B8B8; }\n    .rr-article .rr-card--warn{ background:#FFF8E5; border-color:#E6E0B0; }\n    .rr-article .rr-card h3{ margin:6px 0 10px; font-size:20px; line-height:1.35; }\n    .rr-article .rr-card p{ margin:0; }\n    .rr-article .rr-card-kicker{ display:inline-block; font-size:12px; padding:2px 8px; border-radius:999px; background:#fff; border:1px solid var(--rr-border); color:#2E5F4F; }\n\n    \/* Tabla *\/\n    .rr-article .rr-table-wrap{ overflow-x:auto; margin:40px 0; }\n    .rr-article .rr-table{ width:100%; border-collapse:collapse; font-size:16px; background:#fff; border:1px solid var(--rr-border); border-radius:10px; overflow:hidden; }\n    .rr-article .rr-table th, .rr-article .rr-table td{ padding:12px 14px; border-bottom:1px solid var(--rr-border); vertical-align:top; text-align:left; }\n    .rr-article .rr-table thead th{ background:var(--rr-green-soft); border-bottom:1px solid #D6E7E1; font-weight:600; }\n    .rr-article .rr-table tbody tr:nth-child(even) td{ background:#FBFBFB; }\n\n    \/* KPIs chips *\/\n    .rr-article .rr-kpis{ display:flex; flex-wrap:wrap; gap:10px; margin:12px 0 6px; }\n    .rr-article .rr-kpi{ background:#fff; border:1px solid var(--rr-border); border-radius:999px; padding:6px 10px; font-size:14px; line-height:1.3; }\n\n    \/* CTA *\/\n    .rr-article .rr-cta{ margin:40px 0 0; background:#fff; border:1px solid var(--rr-border); border-radius:12px; box-shadow:0 1px 2px rgba(0,0,0,0.04); }\n    .rr-article .rr-cta-body{ padding:20px 22px; }\n    .rr-article .rr-cta h3{ margin:0 0 8px; font-size:20px; color:var(--rr-green); }\n    .rr-article .rr-btn{ display:inline-block; font-size:16px; line-height:1; padding:12px 16px; background:var(--rr-green); color:#fff; border-radius:7px; text-decoration:none; border:1px solid #0f4e3a; }\n    .rr-article .rr-btn:hover{ filter:brightness(0.95); }\n    .rr-article .rr-link{ font-size:16px; text-decoration:underline; text-decoration-thickness:2px; text-underline-offset:2px; color:var(--rr-green); }\n\n    \/* Responsive *\/\n    @media (max-width:900px){ .rr-article .rr-compare{ grid-template-columns:1fr; } }\n    @media (max-width:768px){\n      .rr-article h1{ font-size:30px; }\n      .rr-article h2{ font-size:24px; }\n      .rr-article h3{ font-size:20px; }\n      .rr-article p, .rr-article li{ font-size:16px; }\n    }\n  <\/style>\n\n  \n\n  <!-- ========== \u00cdNDICE ========== -->\n  <section aria-label=\"\u00cdndice\" class=\"rr-toc rr-container\" id=\"toc\">\n    <div class=\"rr-infobox\">\n      <span class=\"rr-badge\">\u00cdndice de contenidos<\/span>\n      <ol>\n        <li><a href=\"#b1-intro\">Por qu\u00e9 se repiten los mismos errores<\/a><\/li>\n        <li><a href=\"#b2-foco\">Error 1 \u2014 Comunicar sin foco<\/a><\/li>\n        <li><a href=\"#b3-conexion\">Error 2 \u2014 Confundir visibilidad con conexi\u00f3n<\/a><\/li>\n        <li><a href=\"#b4-fragmentacion\">Error 3 \u2014 Fragmentar el mensaje entre \u00e1reas<\/a><\/li>\n        <li><a href=\"#b5-sintesis\">Tabla s\u00edntesis: s\u00edntomas, correcci\u00f3n, m\u00e9tricas<\/a><\/li>\n        <li><a href=\"#b6-casos\">Casos tipo y aprendizajes<\/a><\/li>\n        <li><a href=\"#b7-checklist\">Checklist r\u00e1pido<\/a><\/li>\n        <li><a href=\"#b8-cierre\">Nuestras conclusiones<\/a><\/li>\n      <\/ol>\n    <\/div>\n  <\/section>\n\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n  <hr\/>\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n\n  <!-- ========== BLOQUE 1: Introducci\u00f3n ========== -->\n  <section aria-label=\"Introducci\u00f3n\" class=\"rr-container\" id=\"b1-intro\">\n    <h2 class=\"rr-underline\">1. Por qu\u00e9 se repiten los mismos errores<\/h2>\n    <p>\n      Urgencias, calendarios apretados y equipos reducidos y a veces la desidia y la el acomodamiento empujan a publicar \u201ccomo siempre\u201d. Sin prop\u00f3sito claro ni revisi\u00f3n,\n      los errores se refuerzan: <em>visibilidad sin conexi\u00f3n<\/em>, picos de actividad sin aprendizaje y mensajes que no aterrizan en la vida real.\n    <\/p>\n    <div class=\"rr-quote\" role=\"note\" aria-label=\"Frase manifiesto\">\n      <span class=\"kicker\">Idea clave<\/span>\n      <p><strong>Hablar m\u00e1s no es comunicar mejor.<\/strong> Comunicar mejor es que la ciudadan\u00eda entienda, sienta y act\u00fae.<\/p>\n    <\/div>\n  <\/section>\n\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n  <hr \/>\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n\n  <!-- ========== BLOQUE 2: Error 1 ========== -->\n  <section aria-label=\"Error 1 \u2013 Comunicar sin foco\" class=\"rr-container\" id=\"b2-foco\">\n    <h2 class=\"rr-underline\">2. Error 1 \u2014 Comunicar sin foco<\/h2>\n    <p>\n      Empezar por el formato (nota, v\u00eddeo, post) antes que por el prop\u00f3sito lleva a mensajes descriptivos: \u201chemos hecho, hemos inaugurado\u201d.\n      El ciudadano recibe informaci\u00f3n, no utilidad.\n    <\/p>\n\n    <div class=\"rr-compare\" role=\"group\" aria-label=\"Malo vs Bueno\">\n      <div class=\"rr-card rr-card--bad\">\n        <div class=\"rr-card-kicker\">Descriptivo<\/div>\n        <h3>\u201cInauguramos un centro c\u00edvico de 4.000 m\u00b2\u201d<\/h3>\n        <p>Habla la obra, no el beneficio para la persona.<\/p>\n      <\/div>\n      <div class=\"rr-card rr-card--ok\">\n        <div class=\"rr-card-kicker\">Con prop\u00f3sito<\/div>\n        <h3>\u201cDesde el 15 de mayo: actividades gratuitas, sombra y accesibilidad\u201d<\/h3>\n        <p>Se entiende qu\u00e9 cambia en tu d\u00eda a d\u00eda y cu\u00e1ndo.<\/p>\n      <\/div>\n    <\/div>\n\n    <h3>C\u00f3mo evitarlo (pasos operativos)<\/h3>\n    <ul class=\"rr-list-check\" aria-label=\"Checklist de foco\">\n      <li>Define un <strong>\u00fanico objetivo<\/strong> por pieza (informar, invitar, inscribir, derivar).<\/li>\n      <li>Escribe primero el <strong>CTA<\/strong> y redacta el resto a su servicio.<\/li>\n      <li>Asocia una <strong>m\u00e9trica simple<\/strong>: inscripciones, consultas, asistencia o uso del servicio.<\/li>\n    <\/ul>\n\n    <div class=\"rr-kpis\" role=\"list\" aria-label=\"KPIs sugeridos\">\n      <div class=\"rr-kpi\" role=\"listitem\">CTR al tr\u00e1mite \u2265 3%<\/div>\n      <div class=\"rr-kpi\" role=\"listitem\">Inscripciones \/ 1.000 impresiones<\/div>\n      <div class=\"rr-kpi\" role=\"listitem\">Preguntas resueltas en FAQ<\/div>\n    <\/div>\n\n    <div class=\"rr-infobox\" role=\"note\" aria-label=\"Referencia externa\">\n      <p>\n        Enmarcar objetivos y m\u00e9tricas est\u00e1 alineado con el enfoque de <a href=\"https:\/\/www.oecd.org\/en\/topics\/governance.html\" target=\"_blank\" rel=\"noopener\">Gobierno Abierto de la OCDE<\/a>:\n        mensajes conectados con resultados ciudadanos tienen mayor adopci\u00f3n que los centrados en logros internos.\n      <\/p>\n    <\/div>\n  <\/section>\n\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n  <hr \/>\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n\n  <!-- ========== BLOQUE 3: Error 2 ========== -->\n  <section aria-label=\"Error 2 \u2013 Confundir visibilidad con conexi\u00f3n\" class=\"rr-container\" id=\"b3-conexion\">\n    <h2 class=\"rr-underline\">3. Error 2 \u2014 Confundir visibilidad con conexi\u00f3n<\/h2>\n    <p>\n      Medir \u00e9xito por cantidad de publicaciones o impactos lleva a <strong>saturaci\u00f3n<\/strong>. Conectar no es hablar m\u00e1s, es <strong>hablar claro<\/strong>:\n      lenguaje llano, contexto \u00fatil y tono humano.\n    <\/p>\n\n    <div class=\"rr-compare\" role=\"group\" aria-label=\"S\u00edntomas vs se\u00f1ales\">\n      <div class=\"rr-card rr-card--bad\">\n        <h3>S\u00edntomas de desconexi\u00f3n<\/h3>\n        <ul>\n          <li>Baja respuesta pese a publicar a diario.<\/li>\n          <li>Comentarios pidiendo aclaraciones b\u00e1sicas.<\/li>\n          <li>Medios que replican sin que la ciudadan\u00eda comparta.<\/li>\n        <\/ul>\n      <\/div>\n      <div class=\"rr-card rr-card--ok\">\n        <h3>Se\u00f1ales de conexi\u00f3n real<\/h3>\n        <ul>\n          <li>Mensajes breves y accionables (qu\u00e9, cu\u00e1ndo, c\u00f3mo).<\/li>\n          <li>Historias concretas de impacto en el barrio.<\/li>\n          <li>Mejora de asistencia\/uso del servicio tras la comunicaci\u00f3n.<\/li>\n        <\/ul>\n      <\/div>\n    <\/div>\n\n    <h3>C\u00f3mo evitarlo (pr\u00e1ctica diaria)<\/h3>\n    <ul class=\"rr-list-check\" aria-label=\"Checklist de conexi\u00f3n\">\n      <li>Eval\u00faa <strong>interacci\u00f3n real<\/strong> (respuestas, compartidos, asistencia) por encima de alcance.<\/li>\n      <li>Aplica <strong>lenguaje claro<\/strong>; traduce cifras a <em>beneficios cotidianos<\/em>.<\/li>\n      <li>Escucha antes de publicar: sondeo corto o revisi\u00f3n de comentarios recientes.<\/li>\n    <\/ul>\n\n    <div class=\"rr-infobox\" role=\"note\" aria-label=\"Buenas pr\u00e1cticas\">\n      <p>\n        La <a href=\"https:\/\/www.femp.es\/\" target=\"_blank\" rel=\"noopener\">FEMP<\/a> promueve lenguaje claro en la administraci\u00f3n.\n        El <a href=\"https:\/\/www.mitgovlab.org\/\" target=\"_blank\" rel=\"noopener\">MIT GOV\/Lab<\/a> documenta que la comprensi\u00f3n mejora cuando el mensaje es breve,\n        accionable y coherente con la experiencia del ciudadano.\n      <\/p>\n    <\/div>\n  <\/section>\n\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n  <hr \/>\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n\n  <!-- ========== BLOQUE 4: Error 3 ========== -->\n  <section aria-label=\"Error 3 \u2013 Fragmentaci\u00f3n del mensaje\" class=\"rr-container\" id=\"b4-fragmentacion\">\n    <h2 class=\"rr-underline\">4. Error 3 \u2014 Fragmentar el mensaje entre \u00e1reas<\/h2>\n    <p>\n      Cuando cada departamento publica por su cuenta, aparecen <strong>estilos y relatos distintos<\/strong>. El ciudadano percibe acciones sueltas,\n      no un proyecto de ciudad. Coordinar no es centralizar: es <strong>alinear mensajes clave<\/strong> y reforzar un mismo hilo narrativo.\n    <\/p>\n\n    <h3>Coordinaci\u00f3n m\u00ednima viable<\/h3>\n    <ul class=\"rr-list-check\" aria-label=\"Coherencia interdepartamental\">\n      <li>Manual com\u00fan de <strong>tono, narrativa y dise\u00f1o<\/strong> (titulares, estructura, etiquetas, paleta, tipograf\u00edas).<\/li>\n      <li><strong>Canal de validaci\u00f3n r\u00e1pida<\/strong> (drive\/grupo) para revisar mensajes con antelaci\u00f3n.<\/li>\n      <li>Reuni\u00f3n mensual de comunicaci\u00f3n para <strong>priorizar<\/strong> y evitar solapamientos.<\/li>\n      <li>Si hay proyectos transversales (p. ej., <em>Estrategia IViB<\/em>), enmarca cada acci\u00f3n dentro del relato global.<\/li>\n    <\/ul>\n\n    <div class=\"rr-infobox rr-card--warn\" role=\"note\" aria-label=\"Advertencia\">\n      <p><strong>Aviso:<\/strong> sin un <em>due\u00f1o del proceso<\/em> y calendario compartido, la coherencia se rompe en semanas.<\/p>\n    <\/div>\n  <\/section>\n\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n  <hr \/>\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n\n  <!-- ========== BLOQUE 5: Tabla s\u00edntesis ========== -->\n  <section aria-label=\"Tabla s\u00edntesis\" class=\"rr-container\" id=\"b5-sintesis\">\n    <h2 class=\"rr-underline\">5. Tabla s\u00edntesis: s\u00edntomas, correcci\u00f3n y m\u00e9tricas<\/h2>\n    <div class=\"rr-table-wrap\" role=\"region\" aria-label=\"Tabla s\u00edntesis comunicaci\u00f3n institucional\">\n      <table class=\"rr-table\">\n        <thead>\n          <tr>\n            <th>Error<\/th>\n            <th>S\u00edntomas<\/th>\n            <th>C\u00f3mo corregir<\/th>\n            <th>M\u00e9tricas \u00fatiles<\/th>\n          <\/tr>\n        <\/thead>\n        <tbody>\n          <tr>\n            <td><strong>Sin foco<\/strong><\/td>\n            <td>Mensajes descriptivos, CTA difuso<\/td>\n            <td>Escribir primero el CTA, 1 objetivo por pieza<\/td>\n            <td>CTR al tr\u00e1mite, inscripciones\/1.000 imp.<\/td>\n          <\/tr>\n          <tr>\n            <td><strong>Visibilidad \u2260 conexi\u00f3n<\/strong><\/td>\n            <td>Mucho alcance, poca respuesta<\/td>\n            <td>Lenguaje claro, contexto \u00fatil, escucha previa<\/td>\n            <td>Tasa de respuesta y compartidos, asistencia<\/td>\n          <\/tr>\n          <tr>\n            <td><strong>Fragmentaci\u00f3n<\/strong><\/td>\n            <td>Estilos distintos por \u00e1rea<\/td>\n            <td>Manual com\u00fan, validaci\u00f3n r\u00e1pida, calendario<\/td>\n            <td>Tiempo de aprobaci\u00f3n, % piezas alineadas<\/td>\n          <\/tr>\n        <\/tbody>\n      <\/table>\n    <\/div>\n    <div class=\"rr-kpis\" role=\"list\" aria-label=\"KPIs transversales\">\n      <div class=\"rr-kpi\" role=\"listitem\">Comprensi\u00f3n (sondeo 1\u20135) \u2265 4<\/div>\n      <div class=\"rr-kpi\" role=\"listitem\">Retrabajo &lt; 10%<\/div>\n      <div class=\"rr-kpi\" role=\"listitem\">Tiempo de validaci\u00f3n &lt; 48h<\/div>\n    <\/div>\n  <\/section>\n\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n  <hr \/>\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n\n  <!-- ========== BLOQUE 6: Casos tipo ========== -->\n  <section aria-label=\"Casos tipo\" class=\"rr-container\" id=\"b6-casos\">\n    <h2 class=\"rr-underline\">6. Casos tipo y aprendizajes<\/h2>\n\n    <h3>Caso A \u2014 Reciclaje municipal<\/h3>\n    <p>\n      Tres \u00e1reas comunican con lemas distintos. Reencuadre con un mensaje com\u00fan (\u201cReciclar m\u00e1s y mejor en tu barrio\u201d) y calendario conjunto:\n      la participaci\u00f3n sube un 18% en tres meses.\n    <\/p>\n\n    <h3>Caso B \u2014 Renovaci\u00f3n de parque<\/h3>\n    <p>\n      El comunicado habla de metros y presupuesto; nula interacci\u00f3n. Se a\u00f1ade un v\u00eddeo corto explicando <em>c\u00f3mo mejora la sombra y accesibilidad<\/em>:\n      las interacciones se triplican y aumentan las visitas al FAQ del proyecto.\n    <\/p>\n\n    <h3>Caso C \u2014 Programa para emprendedores<\/h3>\n    <p>\n      Difusi\u00f3n solo en canales institucionales. Al sumar comercios y asociaciones como <strong>aliados de difusi\u00f3n<\/strong>, crecen inscritos y\n      consultas cualitativas. La comunicaci\u00f3n deja de ser mon\u00f3logo y se convierte en red.\n    <\/p>\n\n    <div class=\"rr-infobox\" role=\"note\" aria-label=\"Referencia adicional\">\n      <p>\n        Buenas pr\u00e1cticas sobre colaboraci\u00f3n y datos abiertos: <a href=\"https:\/\/thegovlab.org\/\" target=\"_blank\" rel=\"noopener\">The GovLab<\/a>.\n      <\/p>\n    <\/div>\n  <\/section>\n\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n  <hr \/>\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n\n  <!-- ========== BLOQUE 7: Checklist ========== -->\n  <section aria-label=\"Checklist\" class=\"rr-container\" id=\"b7-checklist\">\n    <h2 class=\"rr-underline\">7. Checklist r\u00e1pido<\/h2>\n    <ul class=\"rr-list-check\">\n      <li>\u00bfCada pieza tiene <strong>un prop\u00f3sito claro<\/strong> y una m\u00e9trica asociada?<\/li>\n      <li>\u00bfRevisas <strong>interacciones<\/strong> y no solo el volumen de publicaciones?<\/li>\n      <li>\u00bfExiste un <strong>documento com\u00fan<\/strong> de narrativa, tono y dise\u00f1o?<\/li>\n      <li>\u00bfHay <strong>validaci\u00f3n r\u00e1pida<\/strong> antes de publicar y un calendario compartido?<\/li>\n      <li>\u00bfEscuchas al p\u00fablico objetivo (sondeo breve, comentarios) antes de grandes anuncios?<\/li>\n      <li>\u00bfTu CTA se entiende en 10 segundos por alguien ajeno al proyecto?<\/li>\n    <\/ul>\n  <\/section>\n\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n  <hr \/>\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n\n  <!-- ========== BLOQUE 8: Conclusi\u00f3n ========== -->\n  <section aria-label=\"Conclusi\u00f3n\" class=\"rr-container\" id=\"b8-cierre\">\n    <h2 class=\"rr-underline\">8. Nuestras conclusiones<\/h2>\n    <p>\n      Comunicar mejor en lo p\u00fablico no es hacer m\u00e1s, sino <strong>hacer con sentido<\/strong>. Foco, lenguaje claro y coordinaci\u00f3n m\u00ednima viable convierten\n      actividad en impacto. Cuando cada mensaje responde a un porqu\u00e9 y a una m\u00e9trica, <em>la confianza crece<\/em> y la ciudadan\u00eda entiende c\u00f3mo le afecta.\n    <\/p>\n    <p>\n      Empieza hoy: redacta primero el CTA, pide a otra \u00e1rea que lo valide en 10 segundos y mide la respuesta. Documenta lo que funcione y rep\u00edtelo.\n    <\/p>\n  <\/section>\n\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n  <hr \/>\n  <div aria-hidden=\"true\" class=\"rr-block-spacer\"><\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-199e397 elemento-ancla e-flex e-con-boxed e-con e-parent\" data-id=\"199e397\" data-element_type=\"container\" id=\"b8-cta\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-21cf122 elementor-widget elementor-widget-text-editor\" data-id=\"21cf122\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>\ud83d\udc49 <strong>\u00bfQuieres mejorar la comunicaci\u00f3n con tu ciudadan\u00eda?<\/strong><\/p><p><br \/>En <strong>Rumbo &amp; Resultados<\/strong> dise\u00f1amos planes de <em>Comunicaci\u00f3n institucional y participaci\u00f3n ciudadana<\/em><br \/>con lenguaje claro, m\u00e9tricas y coordinaci\u00f3n interdepartamental. Tambi\u00e9n podemos revisar tu calendario y manual de estilo.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-de1cafc e-grid e-con-full e-con e-child\" data-id=\"de1cafc\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e8bd14 elementor-widget__width-initial elementor-align-justify elementor-widget elementor-widget-button\" data-id=\"5e8bd14\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/rumboyresultados.com\/gb\/ponte-en-contacto\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Agenda una reuni\u00f3n exploratoria<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b5319e elementor-align-justify elementor-widget__width-initial elementor-widget elementor-widget-button\" data-id=\"9b5319e\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/rumboyresultados.com\/gb\/consultoria-para-pymes-y-startups\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Ver servicios para empresa<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5e4a3ed e-flex e-con-boxed e-con e-parent\" data-id=\"5e4a3ed\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7fe66e6 e-con-full e-flex e-con e-child\" data-id=\"7fe66e6\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3dd9723 elementor-widget elementor-widget-heading\" data-id=\"3dd9723\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00bfTe avisamos cuando publiquemos nuevos contenidos?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6a06cc5 elementor-widget elementor-widget-text-editor\" data-id=\"6a06cc5\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Nos tomamos en serio tu tiempo. Solo te enviaremos art\u00edculos, gu\u00edas o herramientas que te ayuden a mejorar, decidir o actuar mejor.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4e1ce83 e-con-full e-flex e-con e-child\" data-id=\"4e1ce83\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6d6c389 rr-subscription-form elementor-widget elementor-widget-html\" data-id=\"6d6c389\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"html.default\">\n\t\t\t\t\t<div class=\"forminator-ui forminator-custom-form forminator-custom-form-2403 forminator-design--default  forminator_ajax\" data-forminator-render=\"0\" data-form=\"forminator-module-2403\" data-uid=\"69d19d822f82c\"><br\/><\/div><form\n\t\t\t\tid=\"forminator-module-2403\"\n\t\t\t\tclass=\"forminator-ui forminator-custom-form forminator-custom-form-2403 forminator-design--default  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class=\"forminator-label\">Consentimiento <span class=\"forminator-required\">*<\/span><\/label><div class=\"forminator-checkbox__wrapper\"><label id=\"forminator-field-consent-1_69d19d822f82c__label\" class=\"forminator-checkbox forminator-consent\" aria-labelledby=\"forminator-field-consent-1_69d19d822f82c-label\"><input type=\"checkbox\" name=\"consent-1\" id=\"forminator-field-consent-1_69d19d822f82c\" value=\"checked\" aria-labelledby=\"forminator-field-consent-1_69d19d822f82c-label\" aria-describedby=\"forminator-field-consent-1_69d19d822f82c__description\" data-required=\"true\" aria-required=\"true\" \/><span class=\"forminator-checkbox-box\" aria-hidden=\"true\"><\/span><\/label><div id=\"forminator-field-consent-1_69d19d822f82c__description\" class=\"forminator-checkbox__label forminator-consent__label\"><p>He le\u00eddo y acepto la <a href=\"https:\/\/rumboyresultados.com\/gb\/politica-de-privacidad\/\">pol\u00edtica de privacidad<\/a>.<\/p><\/div><\/div><\/div><\/div><\/div><div class=\"forminator-row forminator-hidden\"><input type=\"hidden\" id=\"hidden-1_69d19d822f82c\" name=\"hidden-1\" value=\"Tres errores habituales en la comunicaci\u00f3n institucional (y c\u00f3mo evitarlos)\" \/><\/div><div class=\"forminator-row forminator-hidden\"><input type=\"hidden\" id=\"hidden-2_69d19d822f82c\" name=\"hidden-2\" value=\"Subscripci\u00f3n newsletter\" \/><\/div><input type=\"hidden\" name=\"referer_url\" value=\"\" \/><div class=\"forminator-row forminator-row-last\"><div class=\"forminator-col\"><div class=\"forminator-field\"><button class=\"forminator-button forminator-button-submit\">Suscribirme<\/button><\/div><\/div><\/div><input type=\"hidden\" id=\"forminator_nonce\" name=\"forminator_nonce\" value=\"fcd87af941\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/gb\/wp-json\/wp\/v2\/posts\/12694\" \/><input type=\"hidden\" name=\"form_id\" value=\"2403\"><input type=\"hidden\" name=\"page_id\" value=\"12694\"><input type=\"hidden\" name=\"form_type\" value=\"default\"><input type=\"hidden\" name=\"current_url\" value=\"https:\/\/rumboyresultados.com\/gb\/errores-en-la-comunicacion-institucional\/\"><input type=\"hidden\" name=\"render_id\" value=\"0\"><input type=\"hidden\" name=\"action\" value=\"forminator_submit_form_custom-forms\"><\/form>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d79bf29 e-flex e-con-boxed e-con e-parent\" data-id=\"d79bf29\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4c9ad20 elementor-widget__width-initial elementor-widget-mobile__width-initial elementor-widget elementor-widget-heading\" data-id=\"4c9ad20\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Nuestros recursos pr\u00e1cticos y herramientas on-line<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a572367 rr-post-carousel elementor-widget elementor-widget-htmega-postcarousel-addons\" data-id=\"a572367\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;yes&quot;,&quot;carousel_post_type&quot;:&quot;post&quot;,&quot;htmega_fe_motion_toggle&quot;:&quot;yes&quot;,&quot;htmega_fe_direction&quot;:&quot;alternate&quot;,&quot;htmega_fe_loop&quot;:&quot;default&quot;,&quot;htmega_fe_easing&quot;:&quot;easeInOutSine&quot;}\" data-widget_type=\"htmega-postcarousel-addons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t            <div class=\"post-carousel-wrapper htmega-postcarousel-layout-5 htmega-verticle-center-arrow sida572367\">\n                <div dir=\"ltr\" class=\"htmega-carousel-activation\" 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class=\"htmega-single-post-slide htmega-postslider-layout-5\" >\n                                <div class=\"thumb\">\n                                    <a href=\"https:\/\/rumboyresultados.com\/gb\/checklist-modelos-operativos-del-verde\/\"><img decoding=\"async\" width=\"1536\" height=\"1024\" src=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-gestion-practica-medio-ambiente.png\" class=\"attachment-full size-full wp-post-image\" alt=\"Modelos operativos del verde\" srcset=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-gestion-practica-medio-ambiente.png 1536w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-gestion-practica-medio-ambiente-300x200.png 300w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-gestion-practica-medio-ambiente-1024x683.png 1024w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-gestion-practica-medio-ambiente-768x512.png 768w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/><\/a>\n                                <\/div>\n                                            <div class=\"content \">\n                <div class=\"post-inner\">\n                                                    <ul class=\"post-category\">\n                                                                                <li><a href=\"https:\/\/rumboyresultados.com\/gb\/category\/instituciones-recursos\/instituciones-checklists\/\" class=\"category instituciones-checklists\">Checklists Instituciones<\/a><\/li>\n                                                                                    <li><a href=\"https:\/\/rumboyresultados.com\/gb\/category\/checklists\/\" class=\"category checklists\">Checklists<\/a><\/li>\n                                                                        <\/ul>\n                            \n                    \n                                                <h2><a href=\"https:\/\/rumboyresultados.com\/gb\/checklist-modelos-operativos-del-verde\/\">Checklist modelos operativos del verde urbano<\/a><\/h2>\n                        \n                    \n                    <p>Identifica en pocos minutos si tu municipio cuenta con un modelo operativo s\u00f3lido para la gesti\u00f3n<\/p>\n                    \n                                            <div class=\"post-btn\">\n                            <a class=\"readmore-btn\" href=\"https:\/\/rumboyresultados.com\/gb\/checklist-modelos-operativos-del-verde\/\">Saber m\u00e1s<\/a>\n                        <\/div>\n                    \n                <\/div>\n            <\/div>\n                                    <\/div>\n\n                        \n                        \n                                                    <div class=\"htmega-single-post-slide htmega-postslider-layout-5\" >\n      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href=\"https:\/\/rumboyresultados.com\/gb\/checklist-inicial-comunicacion-ciudadana\/\">Checklist comunicaci\u00f3n ciudadana en medio ambiente<\/a><\/h2>\n                        \n                    \n                    <p>Comprueba en minutos si tu municipio comunica de forma eficaz sus iniciativas ambientales y logra implicar<\/p>\n                    \n                                            <div class=\"post-btn\">\n                            <a class=\"readmore-btn\" href=\"https:\/\/rumboyresultados.com\/gb\/checklist-inicial-comunicacion-ciudadana\/\">Saber m\u00e1s<\/a>\n                        <\/div>\n                    \n                <\/div>\n            <\/div>\n                                    <\/div>\n\n                        \n                        \n                                                    <div class=\"htmega-single-post-slide htmega-postslider-layout-5\" >\n                                <div class=\"thumb\">\n                             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class=\"content \">\n                <div class=\"post-inner\">\n                                                    <ul class=\"post-category\">\n                                                                                <li><a href=\"https:\/\/rumboyresultados.com\/gb\/category\/instituciones-recursos\/instituciones-checklists\/\" class=\"category instituciones-checklists\">Checklists Instituciones<\/a><\/li>\n                                                                                    <li><a href=\"https:\/\/rumboyresultados.com\/gb\/category\/checklists\/\" class=\"category checklists\">Checklists<\/a><\/li>\n                                                                        <\/ul>\n                            \n                    \n                                                <h2><a href=\"https:\/\/rumboyresultados.com\/gb\/checklist-estrategia-de-infraestructura-verde\/\">Checklist estrategia de infraestructura verde y azul<\/a><\/h2>\n                       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src=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-direccion-infraestructura-verde.png\" class=\"attachment-full size-full wp-post-image\" alt=\"Checklist direcci\u00f3n de proyectos IV\" srcset=\"https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-direccion-infraestructura-verde.png 1536w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-direccion-infraestructura-verde-300x200.png 300w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-direccion-infraestructura-verde-1024x683.png 1024w, https:\/\/rumboyresultados.com\/gb\/wp-content\/uploads\/2025\/08\/Checklist-direccion-infraestructura-verde-768x512.png 768w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" \/><\/a>\n                                <\/div>\n                                            <div class=\"content \">\n                <div class=\"post-inner\">\n                                                    <ul class=\"post-category\">\n                                                                                <li><a href=\"https:\/\/rumboyresultados.com\/gb\/category\/instituciones-recursos\/instituciones-checklists\/\" class=\"category instituciones-checklists\">Checklists Instituciones<\/a><\/li>\n                                                                                    <li><a href=\"https:\/\/rumboyresultados.com\/gb\/category\/checklists\/\" class=\"category checklists\">Checklists<\/a><\/li>\n                                                                        <\/ul>\n                            \n                    \n                                                <h2><a href=\"https:\/\/rumboyresultados.com\/gb\/checklist-direccion-de-proyectos-de-iv\/\">Checklist direcci\u00f3n de proyectos de infraestructura verde<\/a><\/h2>\n                        \n                    \n                    <p>Eval\u00faa si tu municipio cuenta con la capacidad necesaria para dirigir y coordinar proyectos de infraestructura<\/p>\n                    \n                                            <div class=\"post-btn\">\n                            <a class=\"readmore-btn\" href=\"https:\/\/rumboyresultados.com\/gb\/checklist-direccion-de-proyectos-de-iv\/\">Saber m\u00e1s<\/a>\n                        <\/div>\n                    \n                <\/div>\n            <\/div>\n                                    <\/div>\n\n                        \n                        \n                <\/div>\n            <\/div>\n            \n            \n\n        \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-136315f elementor-widget elementor-widget-button\" data-id=\"136315f\" data-element_type=\"widget\" data-settings=\"{&quot;htmega_fe&quot;:&quot;no&quot;}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/rumboyresultados.com\/gb\/recursos-rumbo-y-resultados\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Explora nuestros recursos<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\n    <div class=\"xs_social_share_widget xs_share_url after_content \t\tmain_content  wslu-style-1 wslu-share-box-shaped wslu-fill-colored wslu-none wslu-share-horizontal wslu-theme-font-no wslu-main_content\">\n\n\t\t\n        <ul>\n\t\t\t        <\/ul>\n    <\/div> \n","protected":false},"excerpt":{"rendered":"<p>Los fallos m\u00e1s comunes no son estrat\u00e9gicos, son de ejecuci\u00f3n diaria. Aqu\u00ed ver\u00e1s tres errores que se repiten en muchos ayuntamientos y c\u00f3mo corregirlos con foco, lenguaje claro y coordinaci\u00f3n m\u00ednima viable, para pasar de visibilidad a conexi\u00f3n con la ciudadan\u00eda.<\/p>\n","protected":false},"author":1,"featured_media":12740,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[61,43],"tags":[31],"class_list":["post-12694","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion-institucional","category-instituciones-recursos","tag-instituciones"],"_links":{"self":[{"href":"https:\/\/rumboyresultados.com\/gb\/wp-json\/wp\/v2\/posts\/12694","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rumboyresultados.com\/gb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rumboyresultados.com\/gb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rumboyresultados.com\/gb\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/rumboyresultados.com\/gb\/wp-json\/wp\/v2\/comments?post=12694"}],"version-history":[{"count":0,"href":"https:\/\/rumboyresultados.com\/gb\/wp-json\/wp\/v2\/posts\/12694\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rumboyresultados.com\/gb\/wp-json\/wp\/v2\/media\/12740"}],"wp:attachment":[{"href":"https:\/\/rumboyresultados.com\/gb\/wp-json\/wp\/v2\/media?parent=12694"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rumboyresultados.com\/gb\/wp-json\/wp\/v2\/categories?post=12694"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rumboyresultados.com\/gb\/wp-json\/wp\/v2\/tags?post=12694"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}